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Creative in the Data Era
2019.09.27

Creative in the Data Era

By Rockford Hunt

Let’s face it. It’s a data driven world. In this digital age, numbers are the cold, hard facts and they come into play when we think of how well our campaigns are doing. We look at our ROI, our sales, the number of consumers that visited, purchased...and the list goes on.

If your numbers are making you happy, chances are there’s some really great creative behind them. Let’s take a look at how creative helps to drive those numbers and how it works with data to make for a successful marketing campaign. 

How Creative Boosts Numbers

When you think of any great marketing campaign, you will realize that it took a lot of creativity to make that campaign happen. These are the campaigns that stand out and drive sales. 

Research shows that more creative companies have better results with 67% having an above average organic revenue and 70% having an above average total return to stockholders. 

In order to encourage creativity in your company, do your best to ingrain it into the mindset of everything your marketing team does. Give your workers time to brainstorm and come up with out-of-the-box ideas. 

Statistics show that companies that spend more time on creative marketing end up ahead of the competition.

Does Data Stifle Creativity? 

Some that work on the creative side of marketing may feel a bit stifled by data, but those that learn to embrace it, find the two go hand in hand.

Looking at numbers can help you determine what’s working and what isn’t. That way you can find the values your customers relate to and highlight them in your marketing moving forward. 

In fact, these days, there are many artists who are looking to purposely merge the creative with a more scientific approach in order to rewrite the dynamic. This is based on a scientific principle called ‘The Edge Effect’ where two different ecological areas meet to create new life. 

Thinking in these terms, those in the creative field should feel encouraged to embrace the world of data to find out where it takes them.

Helping You Move Faster

In the world of business, companies that move quickly can stay ahead. It can be difficult to be creative when under pressure to come up with ideas. But with data on hand to guide the way and determine what works and what doesn’t, it can be easier to be innovative and stay ahead of the competition. 

It is also important to acknowledge that creativity exists in the world of data. Take AI for instance. With enough intelligence, AI can come up with out-of-the-box ideas that might impress even the most creative minds.  

In the end, creative can fight data all they want, but the truth is, it’s not going anywhere. Companies rely on numbers and the more they have the better. 

If your livelihood depends on being creative, it is best to embrace data rather than fight it. Coming around to this way of thinking will help you to thrive and innovate with ideas to keep your business moving forward.

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